Obesity: Children

Our 10-Year Health Plan for England set out the decisive action we are taking on the obesity crisis, to ease the strain on our National Health Service and create the healthiest generation of children ever. As part of this, we have already implemented United Kingdom-wide restrictions on the advertising of less healthy food and drink on television and online from 5 January 2026.

A detailed impact assessment on these advertising restrictions is published on the GOV.UK website. Evidence suggests that dietary choices and behaviour are influenced by the food environment and that advertising of less healthy products increases the preference, purchase, and consumption of these foods. It is estimated that 6.4% of UK childhood obesity and 5% of overweight is attributable to junk food television advertising.

The Impact Assessment also estimated reductions in exposure to less healthy products by implementing the restrictions and the subsequent daily reduction in calories. This translates to a total of 7.2 billion calories being removed from children’s diets every year and 20,000 fewer children living with obesity in the UK because of these restrictions. This lower calorie consumption by children over their lifetimes is expected to generate health benefits of approximately £2 billion.

We have already committed to strengthening the advertising restrictions and our promotions restrictions for less healthy food and drinks by updating the underpinning standards to reflect the latest dietary advice. This will enable both sets of restrictions to more effectively target the products of concern to childhood obesity.